Journal of
Marketing Development and Competitiveness

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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106)


Perceptions from Academia on the Use of Current Marketing Metrics

Author(s): Shane Smith

Citation: Shane Smith, (2011) "Perceptions from Academia on the Use of Current Marketing Metrics" Vol. 5, Iss. 6, pp. 51 - 60

Article Type: Research paper

Publisher: North American Business Press


As a great source of generating revenue to the organization, it is agreed that marketing not only drives customer’s actions but also can be measured in terms of financial equity.  Yet, many often view marketing as an expense rather than that of an investment. This paper looks to evaluate the common methods of measuring marketing’s role within the firm. A study was performed to investigate the perceptions of marketing metrics from faculties in four major business degree disciplines. These beliefs in use today demonstrate the difficulty that marketing managers have in building credibility within their departments.